The research “The Voice of America: Brand Communication PreferencesA survey conducted by Infobip and Opinion Box reveals that half of Brazilians surveyed use chatbots to answer questions about products and services, solidifying the use of artificial intelligence in customer service. However, Brazil still leads Latin American countries in terms of distrust: only 36% trust the confidentiality of information shared with AI agents, while 29% do not trust, and 35% say they are indifferent.
The survey also highlights that 74% of Brazilian respondents already use chatbots, virtual assistants, and autonomous systems to perform daily tasks. 61% of respondents recognize benefits such as quick responses, 35% point to greater accuracy of information, and 33% use them for convenience. However, 45% of Brazilians are concerned about data security and privacy, 38% noted that AI still has difficulty understanding problems, 36% miss human contact, and 30% observe problems with response accuracy.
“Artificial intelligence is an essential tool for scaling and personalizing customer service, but for customers to trust them, companies need to adapt their tone of communication, making it more human, transparent, and respectful. Data security must be a priority, and companies need to invest in agile solutions that meet consumer expectations,” emphasizes Caio Borges, country manager at Infobip.
Regarding satisfaction with chatbots, 55% are satisfied, 20% are indifferent, and 25% dissatisfied. Regarding personalization, 24% want AI to use information from previous purchases and searches to improve interactions, 23% want chats with more natural language, 22% expect the chatbot to adapt to the user’s style, and 21% say it should remember basics, such as name and last interaction. Only 10% reject these personalizations.
Regarding digital channels, WhatsApp is the preferred method for contacting companies for 70% of Brazilians, followed by websites (46%), where chatbots still have a strong presence, and social networks like Instagram and Facebook (20%). Caio Borges emphasizes that an omnichannel strategy is vital to ensure that customers can be served wherever they prefer, with fluidity and quality across all touchpoints.
Another channel gaining traction is RCS (Rich Communication Services), considered an evolution of SMS because it allows for interactive features. According to the survey, 69% of Brazilians have received RCS messages from companies, with 45% considering the interactivity useful and indicating a willingness to use this channel. For tracking deliveries, 48% consider RCS relevant; 45% use it to schedule exams and appointments; and 39% for confirming and checking in for flights and travel. Furthermore, 54% state that RCS is a more secure means of exchanging information.
“RCS is a technology that combines the simplicity of SMS with interactivity and security, offering a richer mobile experience, something essential for companies looking to innovate in customer relationships,” says Borges.
When using AI agents in their daily lives, 40% of Brazilians feel comfortable using the technology to create shopping lists, 39% to schedule appointments, 38% to send automatic messages or emails, and 33% to rearrange their schedules in the face of unexpected events. Brazil is the second country in the Americas that uses AI most for shopping, behind only Mexico.
Finally, the survey indicates that, despite the advances, Brazil has the lowest willingness to use AI agents in the future in Latin America, with 65% in favor, 16% opposed, and 19% indifferent. When asked about their preferred channels for contacting companies, 75% opted for WhatsApp, 44% for email, 21% for social media, 17% for SMS, 14% for chatbots, and only 5% for RCS. “This behavior reflects that companies still need to make significant progress in building more trustworthy and personalized digital relationships. Understanding consumer preferences and investing in channels that truly offer security and convenience is essential to increasing customer adoption and loyalty in the use of artificial intelligence,” he concludes.
